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直接捐钱好吗? 探讨产品善因适配度与产品类别对不同善因行销捐赠方式选择的影响

【中文摘要】:近年来,企业社会责任的概念在台湾逐渐受到重视,而善因行销为企业社会责任的表现方式之一,可以让

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企业同时结合营利目的与社会慈善的重要促销方式。但行销人员并无法完全的掌控善因行销的广告效果为何,原因在于善因行销会受到企业所贩售的产品类别影响,且援助的善因有时也并非行销人员所可以决定,故本研究以行销人员可以掌握的捐赠方式为主轴,探讨在不同的产品类别与不同的产品善因适配度之情境下,如何影响善因行销的捐赠方式。
本研究以实验设计法进行,共分为两个实验,实验一为产品善因适配度(高v.s.低)、捐赠方式(金钱v.s.非金钱)的2×2二因子设计,透过广告设计出四种情境,观察其对依变数的影响;实验二为产品善因适配度(高v.s.低) 、捐赠方式(金钱v.

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s.非金钱)、产品类别(实用品、享乐品)的2x2x2组内实验,观察消费者对善因行销捐赠方式的选择偏好为何。
研究结果指出在产品善因适配度、捐赠方式对广告怀疑具有交互作用的影响,当产品善因适配度高时,相较于捐赠金钱,消费者在企业捐赠非金钱时有较低的广告怀疑,而在产品善因适配度低时,相较于捐赠非金钱,消费者在企业捐赠金钱时有较低的广告怀疑;而在加入产品类别变数后,发现产品类别和产品善因适配度、捐赠方式三者具有交互影响的效果。当产品善因适配度时高时,无论是实用品或是享乐品,消费者均较偏好非金钱的善因行销捐赠方式;当产品善因适配度时低时,相较金钱的捐赠方式,购买实用品时消费者较偏好非金钱的捐赠方式;相较于非金钱捐赠方式,购买享乐品时消费者较偏好金钱的捐赠方式。
【英文摘要】:In recent years, the concept of Corporate Social Responsibility (CSR) has became popular in Taiwan. Cause-Related Marketing (CRM) is one way to fulfill CSR. CRM allows companys to satisfy their goals for profitability and charity at the same time. Unfortunately, marketers can not expect the outcome of CRM because the results are contingent on variables such as product type and product-cause fit. This study explores whether donation type matters in consumer choice under the circumstances of different product-cause fits and

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product types.
Two experiments are included in this research. Study 1 is based on a 2(product-cause fit: high v.s low) X 2(donation type : monetary v.s not monetary) factorial design. Study 2 is a 2(product-cause fit : high v.s low) X 2(donation type : monetary v.s not monetary) X 2(product type : utilitarian goods v.s hedonic goods) within-subjects design.
The results of Study 1 indicated that cause-product fit and donation types have an interaction effect in advertising skepticism. When cause-product fit is high, consumer has low advertising skepticism in the non-monetary donation condition than the monetary donation. When cause-product fit is low, opposite results are found. The results of Study 2 indicated that a three-way interaction among cause-product fit, product type and donation type. When cause-product fit is high, consumers prefer CRM with non-monetary donation regardless of product type. On the other hand, when cause-product fit is low, consumer prefer CRM with non-monetary donation for utilitarian products but prefer monetary donation for hedonic products.
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  • 来源:中山大学;作者:黄翊峰
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